[Asia Economy Reporter Minyoung Cha] Starfield, a complex shopping mall operated by Shinsegae Property, has succeeded in attracting global popular brands including 'Volvo', 'Decathlon', and now 'Eggslut'.
Located at the Millennium Plaza in Starfield COEX Mall, the famous sandwich brand Eggslut from California, USA, opened its first store at 10 a.m. on the 10th, welcoming domestic customers. Eggslut, for which SPC Samlip, a subsidiary of SPC Group, has acquired exclusive domestic operating rights, is a fine casual brand where a chef from a fine dining restaurant uses eggs and premium ingredients to create artistic egg sandwiches. It is famous for its menu featuring brioche buns filled with eggs and sriracha mayo sauce. Currently, there are 8 stores in 4 countries including the USA, Kuwait, the UK, and Japan; this COEX Mall store is the first in Korea and the ninth worldwide.
At Starfield Hanam, Volvo Cars plans to open its first exhibition hall within a complex shopping mall in Korea this month. The operation will be handled by Kolon Automotive, the official dealer of Volvo Cars Korea. The store will be designed with a contemporary concept suitable for millennials who enjoy urban lifestyles and value experiential activities.
Earlier, on the 4th, the third store of the global sporting goods specialty store Decathlon opened at Starfield Goyang. The second store is located at Starfield Hanam. Decathlon is a sports goods brand present in 57 countries including Korea, known for selling highly functional sports goods at reasonable prices. The third store is implemented as a storytelling-style store where customers can directly experience various sports and purchase related sports goods. Throughout the store, sports experience zones are provided where customers can try basketball, yoga, table tennis, inline skating, golf putting, and more.
In addition, Starfield has previously attracted globally famous brands such as Tesla’s first retail store for electric vehicles, Shake Shack, and the Israeli beauty brand Sabon.
A Shinsegae Property official said, “Since the opening of Starfield Hanam, Korea’s first shopping theme park, in September 2016, it has received much attention and love, becoming a popular base for famous brands entering the domestic market. Starfield will continue to develop in various fields including shopping, culture, and leisure, not only with the entry of stores like Eggslut and Volvo but also to meet the increasingly high expectations of customers.”
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